Petal Ads (formerly HUAWEI Ads), an industry-leading mobile advertising ecosystem, calls on brand advertisers to embrace customised on-device all-scenario ad solutions to reach out to audiences across borders and help European advertisers enter the Chinese market. During a special masterclass attended by leading global brands at this year’s OMR Festival, Petal Ads presented on-device marketing as the next evolution in international mobile advertising, which has gained significant popularity in China and is now quickly heading towards global markets.
“We believe that an on-device all-scenario ad solution is a huge opportunity to connect people and businesses across the globe,” said Jaime Gonzalo, VP Huawei Mobile Services Europe. “While global smart device advertising is still at its early stages, global brands working with Petal Ads can expect comprehensive international solutions that help regions connect.”
Embracing the future of mobile advertising
On-device marketing, otherwise known as smart-device advertising, is an Ads-as-a-service (AaaS) that is user-centric, interconnected and creates real-time touch points for effective outreach to audiences globally. It creates more immersive touch points to help users make better decisions, with a multi-modal approach, such as voice, visual, virtual or mixed reality, and scenario-based design. This is made possible through highly effective and direct reach across software touchpoints with Huawei Mobile Services (HMS) ecosystem combined with hardware touchpoints via an ensemble of Huawei devices, Petal Ads’ first-party data and the advantage of having the top user base within China. With technology evolving at a rapid pace, this brings new ad market possibilities, which drives more opportunities for on-device marketing.
Petal Ads is well-placed in deploying on-device marketing on an international level thanks to over 1 billion devices in the market. Being part of Huawei Mobile Services (HMS), Petal Ads benefits from over 20 years of knowledge, reputation and experience of a leading global player in the tech industry. The platform also taps into an extensive coverage of Huawei devices in China with a market-leading active user base at 25% market share. This advantage leads the way in engaging both global and high-value Huawei audiences, such as the over 60 million Chinese travellers, connecting advertisers to international and Chinese markets.
As a device manufacturer, Huawei, leveraging AI capabilities on devices, has knowledge and experience in understanding its audience while ensuring the highest data protection EU standards. This enables Petal Ads to derive accurate and rich insights about users’ behaviours. Using these data points, Petal Ads can then create advertising possibilities that go beyond smartphones whereby users rely on multiple devices and scenarios across the ecosystem.
Petal Ads also connects third-party publishers on top of the HMS ecosystem, which further enhances the DMP (Data Management Platform) solution for advertisers to make real-time connections with Android users beyond the Huawei platforms.
“Smart on-device advertising is quickly becoming a vital element in the mobile marketing landscape,” shared Elvin Altun Noyan, Germany Country Director from Mobile Marketing Association. “As data continues to shape the future of advertising, we recognise the importance to build platforms that help users make more intelligent decisions thanks to effective, personalized, and secure advertising solutions.”
Petal Ads as a gateway to international markets
Petal Ads understands international mobile advertising is still in its relatively early stages and few solid providers can deliver a fully comprehensive global solution to advertisers. It is an untapped segment and resistant to macro-economic trends, which Petal Ads sees as an opportunity to help advertisers facilitate commercial connections around the world and help regions to connect, including China.
Moreover, Huawei predicted that by 2030, over 200 billion connections worldwide will be established, with over 1 yottabytes of data (equivalent to a trillion terabytes) to be generated. This means that there is even more data to help understand the users’ needs, and more connectivity to be achieved in the next 7 years.
With a local footprint in most regional markets, Petal Ads provides advertisers with a gateway to international markets including China. The platform offers customised initiatives to advertisers to take advantage of some key inflection times for their business and seasonal or locally specific campaigns, such as during Christmas, Black Friday, Valentine’s Day and the more recent Ramadan campaigns.
For companies aiming to grow their business among Chinese consumers, Petal Ads benefits from the extensive coverage of Huawei devices in China, amassing a substantial number of high-quality users and making it the leading advertising platform in the country. With chart-topping performance in China for the largest active user market share at 25%, and 47.4% market share in foldable devices, Huawei offers a significant opportunity for businesses looking to tap into the Chinese market, in addition to reaching Chinese travellers and cross-border audiences in the EU.
Petal Ads is also planning to expand the “Global Business Growth Ads Suite” to provide premium brand partners with a more customized advertising experience. This includes increased media slots, brand cooperation, and local market consultancy, especially in China. Petal Ads aims to support both the brand and campaign success, ensuring that the partners achieve their business growth objectives.
“As a device manufacturer and mobile ad platform, we are in a unique position to offer customized and segmented solutions that meet global clients’ specific needs. We welcome brands and agencies in Europe to partner with Petal Ads to create effective and engaging campaigns that reach audiences in China and across borders,” Jaime Gonzalo concluded.
Petal Ads continues remarkable growth
Petal Ads has been growing steadily since its debut in 2020, enabling publishers, advertisers and marketers to expand their businesses and connect with more customers. The platform has witnessed a 9-fold growth in its advertiser network and a 4-fold growth in its publisher network in the last year, able to reach over 730 million monthly active users globally. The platform also leverages a strong data management strategy and user tags to enable effective audience segmentation and provide valuable insights.
With a presence in over 170 countries and regions, Petal Ads has partnered with more than 60 certified agencies and brands globally through its Petal Ads Partner Program, including Avow, MMA and El Corte Ingles, and others.
These close partners shared invaluable trends and insights during the OMR Festival masterclass, exchanging knowledge with global brands to help move the industry forward. The masterclass can be watched here.
